社交媒体影响者营销效能研究——基于沟通模型的fsQCA分析  

Research on the Effectiveness Social Media Influencer Marketing:Analysis of fsQCA Based on Communication Model

作　　者：戴友艳 曹长芳 DAI You-yan;CAO Chang-fang(School of Management,Jiangsu University,Zhenjiang Jiangsu 212000,China;School of Management Engineering,Anhui Information Engineering College,Wuhu Anhui 241000,China)

机构地区：[1]江苏大学管理学院,江苏镇江212000 [2]安徽信息工程学院管理工程学院,安徽芜湖241000

出　　处：《铜陵学院学报》2025年第1期29-35,共7页Journal of Tongling University

基　　金：安徽省高校哲学社会科学研究项目“数字化赋能绿色消费的机理、路径及政策研究”(2023AH052908);安徽信息工程学院青年科研基金项目“准社会互动视角下新媒体营销效能研究”(22QNJJSK005);安徽信息工程学院新媒体营销研究团队(23kytdpy002)。

摘　　要：社交媒体影响者营销已成为数字时代的重要营销方式。文章在拉斯韦尔5W沟通模型的基础上,通过模糊集定性比较分析方法(fsQCA),对社交媒体影响者特征、消费者卷入度、社交媒体影响者创作的内容进行组态分析。研究认为,单个沟通要素并不构成产生高营销效能的必要条件;高营销效能产生是社交媒体影响者特征、消费者卷入度、社交媒体影响者创作的内容等这些因素共同作用的结果;低卷入情感驱动型和高卷入功能驱动型可以产生高消费者参与度;相似功能驱动型、魅力功能驱动型以及专业魅力驱动型可以产生高消费者购买意愿。文章从组态视角探究沟通要素的耦合对营销效能的影响,丰富了社交媒体营销的研究视角,也为社交媒体影响者营销实践提供了决策参考。Social media influencer marketing has become an important marketing approach in the digital age.Based on Lasswell's 5W communication model,we adopt the fuzzy set qualitative comparative analysis method(fsQCA)to analyze how social media influencer(expertise,similarity,attractiveness),consumer involvement,and content created by social media influencer influence marketing effectiveness.The study concludes that individual communication element does not constitute a necessary condition for high marketing effectiveness;high marketing effectiveness is the result of the combined effect of social media influencer,consumer involvement,and content created by social media influencer;low involvement-emotion-driven and high involvement-function-driven can generate high consumer engagement;similarity-function-driven,attractiveness-function-driven,and expertise-attractiveness-driven can generate high consumer purchase intention.Based on configurational theorizing,this paper explores the impact of the coupling of communication elements on marketing effectiveness,which enriches the research methodology of social media marketing and provides decision-making references for the marketing practices of social media influencers.

关 键 词：社交媒体影响者 营销效能 沟通模型 fsQCA 

分 类 号：F713.5[经济管理—市场营销]